Top Personal Finance Startups in 2024

Previously, only large companies offered employee retirement plans, leaving more than half of all working Americans without a path to a secure financial future. We believe that a path to financial independence should be accessible to people in all lines of work. Here are the big things we've done to shake things up in the retirement industry: eliminated all 401(k) transactions fees for companies and their employees; made it so easy to start saving that we see 2x the average industry participation rate helped thousands of customers open their company’s first 401(k) plan and start saving built end-to-end technology to solve administrative and compliance headaches for small and medium-sized businesses

Gusto is a modern, online people platform that helps small businesses take care of their teams. On top of full-service payroll, Gusto offers health insurance, 401(k)s, expert HR, and team management tools. Today, Gusto offices in Denver, San Francisco, and New York serve more than 100,000 businesses nationwide. Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds, not just because it's the right thing to do, but because it makes our company stronger. If you share our values and our enthusiasm for small businesses, you will find a home at Gusto.

Hello, we're Cedar! Cedar is a patient payment and engagement platform that elevates the total patient experience beyond clinical care. Our technology improves the overall experience of patient billing and engagement, enabling healthcare providers to thrive in a rapidly changing environment while helping patients understand the cost of their care. Why Work with Us? Cedar offers the opportunity to work with a smart experienced team to solve an important problem that affects millions of patients annually as well as the chance to join a high-growth company at an early stage. We offer competitive pay, great healthcare and stock options, not to mention daily team lunch and unlimited snacks!

We started by providing smart, simple investing, without the high fees and account minimums associated with traditional investment management. We invest your money in a globally diversified portfolio of low-cost index funds, and our cutting-edge technology helps you earn the best possible return, while optimizing your tax bill. This means we do things like automatic rebalancing, dividend reinvesting, and tax loss harvesting — services that were only available to the ultra rich until now or that most people found too time-consuming and tedious to do on their own. Investing is just one part of your financial picture. So, we've introduced more ways to reach your goals and manage your money. High interest savings. Commission-free trading. And features — like automatically investing your spare change — that make it easier to save for your future. That's because we believe that everyone should have access to the tools they need to make smart financial choices.

Founded by ex-Googlers, we are the first artificial intelligence lending platform designed to improve access to affordable credit while reducing the risk and costs of lending for our bank partners. By leveraging our AI platform, the company's powered banks can have higher approval rates and lower loss rates, while simultaneously delivering the exceptional digital-first lending experience their customers demand. Our company goes beyond FICO, using non-conventional variables at scale to provide superior loan performance and improve consumers' access to credit.

Rocket Money (formerly known as Truebill) is a leading personal finance app with a mission to empower people to live their best financial lives. We offer our 3.4 million members a unique understanding of their finances and a suite of valuable services that save both time and money -- ultimately giving them a leg up on their financial journey. Members can manage their subscriptions, lower their bills, build budgets and automatically set aside money to reach their savings goals. We've saved our members $245 million and counting. In late 2021, we were acquired by Rocket Companies (NYSE: RKT) for $1.275 billion with the goal of creating a centralized destination for consumers to manage their entire financial lives. As paying premium members more than doubled year-over-year in July 2022, we announced our new name, Rocket Money. At Rocket Money, we believe we can do our best work operating as a team. We are committed to using our experience at work to support our own and each other's personal growth journeys. If you are someone who enjoys solving hard problems, likes collaborating and is passionate about our mission; let's talk. We hire from all industries and look for a diverse set of experiences in our talent. To see our open roles go to rocketmoney.com/careers. We're founded by successful veteran entrepreneurs and are backed by YCombinator, Social Capital, and other great investors.

SmartAsset is a web app that helps the average person make important financial decisions. Our proprietary financial modeling technology allows us to provide automated, highly personalized advice for 24 significant life events. From buying a home to going back to school to family or retirement planning our platform models decisions and creates interactive, graphical advice on affordability, tax, financing alternatives and how your decisions affect your cash flow and net wealth.

Unison is a San Francisco-based company that is pioneering a smarter, better way to buy and own homes. We are a team of financial and real estate professionals who are committed to helping homebuyers get the home they want, and homeowners finance their life needs without adding debt. We are radical enablers of enlightened capitalism pioneering optimal homeownership for all.

Wealthfront is a nextgen banking service. We help you manage your money for both your short-term and long-term goals by providing a cash account with a top-of-market APY, best-in-class automated investment management, and free financial advice, anytime you want it. We entered into the banking space in a big way this year with the launch of our cash account that offers an interest rate 23x greater than the national average. We’ve been overwhelmed by the response and have grown nearly 100% this year already to manage nearly $20 billion in total client assets. Our ultimate vision is to optimize and automate all of our clients’ finances and build what we call Self-Driving Money™️. We want clients to be able to automatically deposit their paycheck into their Wealthfront account, and let us take care of the rest — paying their bills, topping off their emergency fund or 401(k), and investing the rest based on their specific goals and lifestyle.

At Retirable, we guide everyone through a personalized retirement roadmap and give them the opportunity to access approachable human advice and receive a monthly Retirement Paycheck, powered by tax-optimized withdrawals from their retirement savings. Even if you're starting with $0 today, we'll show where you're on track and need to improve before you transition into the next phase of your life. Once we see where you need to improve, our retirement experts will find ways to boost your finances and strengthen your roadmap. And since no one wants to go through this alone, you can chat, text, or speak with us for personalized guidance through every step. You'll only chat with U.S. based, licensed fiduciaries who put your interests first.